Analyzing the factors affecting the bank preference of commercial credit customers in the Turkish banking sector within the framework of socio-demographic characteristics: The case of Ankara province

In Turkey, commercial loan customers constitute the majority of the banking portfolio. Commercial loans given to meet the financial demands of companies differ from individual loans especially in terms of turnover. While individual loans are given under certain conditions depending on the purchase of goods or services in parallel with the income of real persons, commercial loans are given to businesses to meet their financial needs, eliminate cash deficits, provide project financing for new investments, and meet foreign financing needs in import-export cases. This research was needed because commercial loans contribute to the country's economy, as they provide high risk and high returns to banks and company owners in terms of turnover. In this context, the study aims to analyze the factors affecting the bank preference of commercial loan customers in the Turkish banking sector within the framework of socio-demographic characteristics. For this purpose, a survey was conducted on İş Bank commercial loan customers in Ankara. A face-to-face survey was conducted using the convenience sampling method. In the analysis of the data conducted with 527 participants, first normality analysis was performed, then t test, and finally one-way analysis of variance was performed. With the findings obtained from the analysis, the degree of importance of the factors affecting customers' bank preferences was determined. The majority of the participants are male, between the ages of 24-54, married, high school or undergraduate graduates, and working in the commercial sector. Factors affecting commercial loan customers' bank preference: Male participants are more important than female participants, married people are more important than single people, 25-54 age group is more important than 55 and older group, high school and undergraduate graduates are more important than primary school and master's graduate participants, those who have worked with the bank for 6-10 years are more important than those who have been working for other periods. The conclusion they gave was reached. While the research results contribute to the Turkish finance sector; It is thought that it will guide banks in creating and developing commercial loan marketing strategies.